International Journal of Sales & Marketing
Management Research and Development (IJSMMRD)
ISSN(P): 2249-6939; ISSN(E): 2249-8044
Vol. 5, Issue 2, Apr 2015, 1-18
© TJPRC Pvt. Ltd.
USING FISHBEIN MODEL TO MEASURE INDIVIDUAL’S ATTITUDES
TOWARD ELECTRONIC COMMUNICATION MEANS
MAHMOOD JAS IM ALSAMYDAI, HUS AM MUS TAFA ALNAIMI & DIMA MOUS A DAJANI
Depart ment of Marketing, Facu lty of Economic and Admin istrative Science,
Al-Zaytoonah University of Jordan, Jordan
ABSTRACT
The study aims to use the Fishbein (1967)model in measuring individual’s attitudes on sent messages through
electronic co mmunication means and their effect of these messages on individual attitudes. Many aspects included in this
study are compatible with the study’s model which is the characteristics, the evaluation aspect (importance), the belief, the
effect, and the attitudes. In this study, there are four dimensions; a hypothesis for each dimension was constructed. A
questionnaire was designed in accordance to the Fishbein model wh ich included (78) questions divided into the study’s
dimensions, through which data was collected to be analysed, hypothesis tested, results obtained and conclusion.
The questionnaire was then evaluated by experts in fields of market ing and media in order to draft the final form.
(155) answers were valid for statistical analysis. Many methods of statistical analysis were used like one sample T-test, and
descriptive analysis. Adding, the special technique used in obtaining the results for the Fishbein model specifically and
extra written models generally.
The results for the statistical analysis and the usage of the model exp lained that there was a difference in the
evaluation of the importance of properties for the individuals in the study sample, at the same time the belief aspect makes
available the properties in sent messages through electronic communication means, also different between indiv iduals .
Also, individuals’ attitudes on these messages were varied, as Facebook came first in the evaluation and attitude
value, wh ile the website mean came last in evaluation and attitude value. All hypotheses were accepted, although the
attitude value for the website mean was less than the standard attitude value.
KEYWORDS: Attitude, E-co mmunication Means, Evaluation Aspect, Belief Aspect, Messages
INTRODUCTION
Electronic co mmun ication means are currently considered are impo rtant tool in the commun ication and
connection process between individuals, which are increasingly being used at many levels to send different messages
amongst individuals and different organizations. At the same time, the mounting role of sent messages through electronic
communicat ion means from the aspect of the number and the effect made form it the approach which organizations and
individuals are try ing to depend in the process of commun ication and connection.
Electronic co mmunication method is one of the important elements in electronic marketing which use is growing
by business organizations regardless of their kind, and the sent messages through any electronic co mmunication mean
changes an important centre in the success f the marketing strategy.
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Mahmood Jasim Alsamydai, Husam Mustafa Alnaimi & Dima Mousa Dajani
This study focuses on measuring individual’s attitude towards the sent means through electronic communication
means by using Fishbein model which is considered a base for all advanced models and properties which were the product
of the work of many professionals like Fishbein 1967, Resenberg 1956, Bass&Talarzyh 1972, and Ajzen 1975, amongst
others.
This study introduced many attitudes which are included in the sent messages through different electronic
communicat ion means for the determination of individuals assessment for these elements and their importance according to
individuals, also the belief aspect involves these properties in sent messages through different electronic communicat ion
means which are accounted for in this study are Twitter, Websites, Facebook, Mobile Phones, and E-mail for the
assessment of which of these and individual attitudes towards them and the sent messages, also the effect of each mean on
individual attitudes.
The study is mult idimensional and took into consideration the study model’s vocabulary used with the addition of
one conditioning related to the effect of the sent messages properties on the individuals’ attitudes.
RESEARCH QUESTIONS
Recently, the mult i-med ia electronic co mmunication, with it all various types, has been abounded. The increasing
turnout in a wide range fro m the indiv iduals to use the multi -med ia electronic co mmunication, also, the current trends of
the business organizations in using these means of communicat ions in contacting the customers and try to affect their
opinions through the messages that that been sent through the electronic communica t ion. But, the mu ltiplicity of the sent
messages causes a jostle of all these sent messages, which may lead to baffle the customers with the type and the contents
of these messages and the impact of these messages on the different attitudes, which may be measured by using the model
of Fish be in (1967).
The problem of this study denounces the following questions:

What is the opinion of customers about the sent messages through the different electronic co mmunications?

Is the contents of the messages has effects over the customers attitudes?

Is it possible to determine the customers’ attitudes towards the sent messages using Fishbein model?

Are the customers attitudes affected by one type of the electronic co mmunication mo re than the other types?

Which type of the electronic commun ication has found to be more accepted by the customers?
OBJECTIVE OF THE STUDY
The messages that sent through the electronic communication are considered to be a good promotional and
effective tool over the attitudes of the customers due to the informat ion that it contains. But there are no studies that clearly
based on the attitudes of the customers towards these messages and their effect. Based on the brief introduction the main
objectives of this study are:

Understand the using of Fishbein model in determine the customers attitudes towards the messages sent through
the mult i-media electronic co mmunicat ion.

Determine the customers’ attitudes towards the sent messages by the business organizations.
Impact Factor (JCC): 5.3064
Index Copernicus Value (ICV): 3.0
Using Fishbein Model to Measure Individual’s Attitudes Toward Electronic Communication Means
3

Understand the customers’ evaluation of the messages properties and the different electronic co mmunicat ion.

Determine the effect of the different mult i-media electronic co mmunication`s messages over the customers
attitudes.

To figure out the most effective type of the mu lti-media electronic co mmun ication over the customers attitudes.
THE STUDY MODEL
The model in this study depends on the components of the Fishbein model, which is one of the mult ifunctional
models of the co mpensatory type. It is belonging to the linear over time; thes e models evaluate the individuals’ attitudes
toward something. The theoretical basic of these models Intended to composition and changing attitudes. Many models are
found to be included in this group of models: Bass and Talarzayk (1972), Fishbein (1967), Rosenberg (1956), Fishbein and
Ajzen (1975), Cohen and Houston (1971), Sheth (1970) and many others.
Figure 1: Study Model
STUDY HYPOTHESES
In light of the study objectives and model, the study hypotheses are formulated as following:
H1: The evaluation of attribute importune is varied according to indiv iduals.
H2: Providing the important by E-co mmunicat ion messages would be different according to indiv iduals’ beliefs.
H3: The individuals’ have a positive attribute towards E-co mmun ication media.
H4: There is a positive effect of E-co mmunicat ion messages on individuals’ attitudes.
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Mahmood Jasim Alsamydai, Husam Mustafa Alnaimi & Dima Mousa Dajani
LITERATURE REVIEW
Attitude
Attitude has been defined in terms of an acquired behavioral d isposition (Campbell, 1963), degree of positive
evaluation, or “a mental and neural state of readiness exert ing a dynamic influence upon” behavior (Allport, 1935). One
widespread conceptualization of attitude is the tripartite model (Eagly&Chaiken, 1993). According to the tripartite model,
an attitude is comprised of three correlated, but distin ct include self-report measures of feeling about attitude objects and
physiological measures such as blood pressure and heart rate. Cognitive measures may include beliefs about attitude
objects and judged evaluative favorability toward attitude objects
Attitude is an important concept in research on marketing and information systems. Fishbein defined an attitude as
a learned predisposition of human beings. Based on this predisposition, “an individual would respond to an object (or an
idea) or a number of things (or opinions)”. Since researchers have been studying the subject for long time, there is a large
body of literature dealing with consumer attitudes toward advertising in general and toward advertising on the Internet.
An attitude can be defined as a positive or negative evaluation of people, objects, event, activities, ideas, or just
about anything in your environment (Zimbardo&Lieppe, 1991). In the opinion of Brain (1930), an attitude is “the relatively
stable overt behavior of a person which affects his status”. “Attitudes which are d ifferent to a group are thus social attitudes
or ‘values’ in the Thomasonian sense. The attitude is the status -fixing behavior. This differentiates it from habit and
vegetative processes as such, and totally been emphasized. It is how one judges any person, situation or object.
North (1932) has defined attitude as “the totality of those states lead to or point toward some particular activ ity of
the organism. The attitude is, therefore, the dynamic element in human behavior, the motive for act ivity”. For Lu mley
(1928) an attitude is “a susceptibility to certain kinds of stimuli and readiness to respond repeatedly in a given way - which
are possible toward our world and the parts of it which imp inge upon us”.
Mandy and Esther (2008) stated that the attitude is the mediator between belief and behavioral intention, and
entertainment belief has the strongest effect on attitude. Nathan and Eleanor (2011) said that an attitude can be defined as
an individual’s tendency to evaluate an object as positive or negative. Consumer researchers are mainly interested in
attitude objects of two classes: products and services, including their functional properties (attributes), hedonic
consequences (affect, utility, value), and their symbolic (brands, package designs, advertisements) and social
representations (manufacturers, service staff, other consumers or users, reference groups. Reza et al (1971) suggested based
on Rosenberg-Fishbein approach, that attitude toward a product is a function of the sum of perceived attributes (perceived
instrumentality or strength of belief aspect) weighted as to their importance (value importance or evaluative aspect)
possessed by that product.
Attitude is also an important construct for information systems res earch. For examp le, within the technology
acceptance model that predicts the use of perceived ease of use, attitude, intention, and use. The relationships between
attitude, intention, and behavior have been studied and confirmed in numerous studies. Kraus (1995) and OlsoandZanna
(1993) both suggest that attitude, which are relatively permanent and stable evaluative summaries about an item, are an
important construct for information systems research. For examp le, the technology acceptance model that predicts the use
of perceived ease of use, attitude, intention, and use psychological construct because they have been found to influence and
predict many behaviors.
Impact Factor (JCC): 5.3064
Index Copernicus Value (ICV): 3.0
Using Fishbein Model to Measure Individual’s Attitudes Toward Electronic Communication Means
5
North (1932) refers to the attitude as “the totality of behavior that leads to or point toward some particular activity
of the organism”. The attitude is, therefore, the dynamic element in human behavior, the motive for activity”. Attitude has
been defined in terms of an acquired behavioral disposition (Campbell, 1963), degree of positive or negative evaluation, or
“a mental and neural state of readiness exert ing a dynamic influence upon” behavior (Allport, 1935) One widespread
While (So lo mon, 2008) refers an attitude in marketing terms is defined as a general evaluation of a product or
service formed over t ime. An attitude satisfies a personal motive- and at the same time, affects the shopping and buying
habits of consumers. An attitude in market ing terms is defined as a general evaluation of a product or service formed over
time (Solo mon, 2008). An attitude satisfies a personal motive- and at the same t ime, affects the shopping and buying habits
of consumers. Lars (2012) defines consumer attitude simply as a composite of a consumer’s beliefs, feelings, and
behavioral intentions toward some object within the context of marketing. A consumer can hold negative or positive beliefs
or feelings toward a product or service. A behavioral intention is defined by the consumer’s belief o r feeling with respect to
the product or service (AlSamydai et al, 2014).
Brecklerand Wiggins (1989) state that “The concept of attitude has evolved to refer to a person’s mental and
mental state of neediness”. Furthermore, Rosenberg (1956), Fishb ein (1967), Wyer (1974) and McCuire (1968) Stated that
“Individual’s attitude toward any object is a function of this evaluation belief about that object”.
According to Fishbeinand Ajzen (1975) the individual’s attitude is the Belief at a specific mo ment, therefo re,
Fishbein`s point of view as mentioned in Authman (1986) is:

Belief is determined by the total beliefs.

Changing the attitude must be due to change beliefs.
On the other hand, “The definit ion of attitude should consist of cognitive, affective, and cognitive components”
(Azjen, 2005). Moreover, attitude is defined as “Affect for against a psychological object” (Azjen, 2006).
EaglyandChaiken (1993) define attitude as “A psychological to evaluate an object with some degree of favor or
disfavor” (AlSamydai et al, 2013).
The work of Rosenberg, Fishbein and others has strongly indicated that an individual’s attitude towards any object
is the function of his evaluation beliefs about that object (Reza & Douglas, 1971). Since attitude represents one of the
important and basic stages of accepting something a product, News, med ia messages and specific ideas the properties of
attitude in something is the rule of the models to measure the individual’s attitude toward this thing. These models consider
that the overall individual’s attitude toward any available thing depends on what is presented by this thing including the
different properties that may concern this individual. Thus, measuring this attitude is done on the multi -dimensional basis
that determines how the individual assesses these properties, and therefore, the total ratings weighted va lue given for each
property represents the individual’s attitude toward this thing.
According to Fishbeinand Ajzen (1975) the individuals’ attitude is the belief at a specific mo ment, therefore
Fishbein`s point of view as mentioned by Authman (1986) and (Al samydai et al, 2013):

Belief is the cause of the attitude

Attitude is determined by the total beliefs
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Mahmood Jasim Alsamydai, Husam Mustafa Alnaimi & Dima Mousa Dajani

Changing the attitude must be buy to change beliefs
According to Ajzen (2005), the defin ition of attitude should consist of cognitive, affect ive and c ognitive
components. These components form the mental element of the attitude (understanding what is observed, joining what is
understood).
Belief
The components of an attitude including belief and behavior are at odds and an individual may adjust one to
match the other (Brink, 2008).
It should be noted that the hereditary variables may affect attitude but believes that they may do so indirectly. As
with any type of heritability, to determine if a part icular trait has basis in our gens, twin studies are us ed (Brandt
&Wetherell, 2012).
Hogg and Vaughan (2005) stated that “An attitude is a relatively enduring organizat ion of beliefs, feelings, and
behavioral tendencies towards socially significant objects, groups’ event or symbols” (Saul Mcleod, 2009).
It is clear then that Attitude is: “The mediator between belief and behavioral intention, and entertain ment belief
has the strongest effect on attitude” (Mandy et al, 2008).
Finally, the definit ion introduced by Nathan andEleaner (2011) is a simple and expressive one: “An attitude can
be defined as an individual’s tendency to evaluate an object as positive or negative”.
This goes with what was mentioned by (AlSamydai&Rudaina, 2005), they defined attitude as preparing the
individual to evaluate a specific issue positively or negatively (idea, product, service).
Important
When the characteristic is important, it will have a high and expressive impact in selecting decision or the overall
arranging of co mpeting alternatives.
The concept of specific characteristic for the selecting decision has been introduced by Myers & Alpert (1968).
They have stated that the attitude toward the specific characteristics that are taken into account by the individual’s
preferences or in making decision are called the specific characteristics for making the selection decision. In order for the
characteristics to be specific to make the selection decision and to be a basic standard, they should be essential and have
the sufficient importance in this decision and should exist in the individ ual`s mind. AlSamydaiandRudaina (2005) have
stated that it is important to pay attention that not all the important characteristics considered as an assertive and
determinant standard for selection or purchasing decision, nevertheless, they should have an attribute, i.e. it should
represent an element that differentiate between the alternatives (products).
Fishbein Model
Fishbein (1967) model is classified with in the linear mu ltifunctional models of the compensatory type. This
means that this model may be represented by a linear equation and it is follow the linear trend in adding the preferable
system of individual towards anything (product, service, idea … etc). Based on that the value and the level benefits
towards any property are compatib le with AlSamydai (2000):
Impact Factor (JCC): 5.3064
Index Copernicus Value (ICV): 3.0
Using Fishbein Model to Measure Individual’s Attitudes Toward Electronic Communication Means

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The possibility of compensate between the different levels of the properties. This mean the little satiated of poorly
evaluated property can be compensating by higher satiation coupled with a high value of another property for the
same thing or fo r its alternative.

The levels of benefits related or coupled with different values of individual properties fro m each other.

The alternative, which is chosen, is the alternative that has the highest value over all the conjugated values with
different properties regardless the values that evaluated with low values for the same alternative.

The chosen alternative is not necessarily has a high evaluation over all properties, only the poorly evaluated
property, which can be co mpensating by another property with higher evaluation.
Based on the previous points, the benefit revels from each action taken by the decision maker will be restricted to
a quantitative relation and the value of this quantitative relation are used to arrange the different alternative s, then all
different principles will allo w to arrange the alternatives in a descending trend. This means that the decision maker will
have many levels of decisions that he should take one of them based on what alternative he had (AlSamydai&Rudaina,
2005).
In the same t ime, Fishbein model is based on the theory of the creation and change of the attitude, and that the
attitude plays a basic role in the acceptance of a topic (product, service, person, idea --- etc.) or the refusal of it. Subject
properties is considered as the basis in measuring attitudes because it plays an important role in the acceptance or rejection
of the subject (AlSamydai&Rudaina, 2013) accordingly, measuring the attitude can be done on a multi - dimensional base,
in which determines how does the individual evaluate the properties and then, evaluation results are to be processed in
order to determine attitudes towards the study’s subject. Fishbein model is classified as one of the compensatory models
which suggest that the individual chooses the alternative that gets the highest appraisal for properties he is concerned
about, and not on all the characteristics of the subject (AlSamydai&Rudaina 2005).
Both (Fishbein&Ajzen, 1972; Olson &Zanna, 1993) indicated that the concept of attitude is categorized into a trio
of affect ion, beliefs, and values and cognition. In the effect ive aspect, the term ‘’attitude’’ shows the individual’s
The equation of Fishbein model is:
Where,
Aj
= Attitude toward the object (product, service)
Ai
= Importance of the attribute
bij i
= Belief about the product’s possession of the attribute
n
= Nu mber (n) of attributes
The current study will focus on the using of the Fishbein model (1967) for measuring the attitudes to determine
the people attitudes towards the mess ages of the electronic communication and the impact of these messages on their
attitudes. Many researchers and studies that take care of studying the attitudes and the effect of the behavioral intention and
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Mahmood Jasim Alsamydai, Husam Mustafa Alnaimi & Dima Mousa Dajani
attitudes, where it is found that there is a cons iderable overlapping between the attitudes and the behavioral intention of the
person/customer, where knowing the attitudes of the customers towards something then it is possible to predict their
subsequent behavior (AlSamydai&Rudina, 2007). This theoretical basic of attitudes was studied by many researchers; such
as: Osgood and Tannenbaum, (1955), Sheth and Talazyh (1970), Fishbein (1967), Rosenberg (1956), Ajzen (1985, 1991,
2001, 2002 and 2006), Cohen and Houston (1971) and Sheth (1970).
Flazio and Olson (2003) and many researchers mainly focus on studying the attitudes towards many subjects
(products, services, ideas …etc.). On the other hand, many researchers have adapted the Fishbein model as the work of
Bass and Tolorzy (1971) in marketing. Add to that many studies that used the Fishbein model to study the attitudes such
as: Wdong (1983), AlSamydai (1986 and 1987) and Othman (1986), where they success in using and applying this model
in studying many cases that related to products or services or ideas .
In 2013, AlSamydai et al, used Bass and Talarzy (1971) model, which is the adaptation of Fishbein model (1967)
in the field of communication, where their studies focus on the Arabic television channels and determine the effect of these
channels over the prevalent events in the Middle East. Where Hofsted (1998) had studies the effect of attitudes in the
organization culture and found out that communication and cooperation affect attitude greater than any other organization
practice.
Ledbetterm (2009) had a study how the attitudes affect the intentions to communicated via computer-media
communicat ion and social networking sites, while Tshering`s (2009) study focused on the attitudes towards mass media. It
has provided evidence that moderate exposure to Television is likely to enhance people environment and outlook, where
Alazam and Al Kathy (2010) study focused on studying the attitudes by the means of med ia performance. This study
revealed the attitude towards the performance med ia of Jordanian media in nu mber of economic, social, political and
security issue. Ling et al (2010) study the determinants of customers’ attitude toward advertising. Jothi et al (2011) study
analysis of the social networking sites. Also, Haghirian&and Madiberger (2005) study consumer attitude toward
advertising via mobile devices. Alsamydai and Khasawneh (2013) study antecedents and consequences of E-Jordanian
consumer behavior regarding Facebook advertising.
AlSamydai et al, (2014) had studied the customers’ attitudes towards government-owned banks services
especially in Iraq. The study showed that more positive attitudes were reported from the customers towards the private
banks, due to the fact that the services of the private banks are better than the government -owned banks. Also, Fishbein
model (1967) was used in this study.
The current study will focus on the customers` attitudes towards the messages sent by the multi-media electronic
communication and determine the characteristics of the most important messages. Also, this stud y will focus on the impact
of the multi-media electronic communication on the persons` attitudes.
METHODOLOGY
Data Source
This study has utilized two types of data sources necessary to implement this study:

Secondary sources
Data and information obtained from reviewing the literature and researches, which were found related to the
Impact Factor (JCC): 5.3064
Index Copernicus Value (ICV): 3.0
Using Fishbein Model to Measure Individual’s Attitudes Toward Electronic Communication Means
9
development of the study model as well as to the attribute models to be applied.

Primary Sources
The data necessary to develop the final questionnaire of the study, where two questions were raised, the first one
is about the characteristics (attributes) that are important to the viewers, and the second one is about the E- Co mmunicat ion
med ia messages that are tracked continuously by individuals and viewers. This questionnaire was randomly distributed to
(37) individuals. Based on the results, the final questionnaire has been designed and then evaluated by many speculates
who provided observations and suggestions for the final drafting, which included (72) questions distributed over four
dimensions.
The Scale and Di mensions
This study is based main ly on applying the linear model o f mult i attribute attitude models by Fishbein(1967),
which was adapted in the field of marketing by many researchers: Bass and Talarzy k (1971 and 1972), Ndong (1983),
AlSamaydai (1986), Oth man,(1986), AlSamaydai at al, (2014).
Likert (scale (1 - 5) is used in this study, the phrases are used according to three classes:

Importance: very important, important, neutral, unimportant never important.

Rating (belief): very available, available, neutral, not available never availab le.

Impact: very touching, touching moving, neutral non -touching, never touching.
In addition, this study is divided into four dimensions according to the study’s model and the Fishbein model.

Dimension (1): The Importance of Attributes.

Dimension (2): Evaluation (Belief Aspect).

Dimension (3): Attitude’s Values.

Dimension (4): The Effect of the Media Messages
Analyzing Method
Several statistical techniques are used in this study including the descriptive analysis, frequency analysis, and one
simp le t-test, to test the acceptance or rejection of hypotheses as well as the technique used in applying Fishbein model.
RESULTS
Test of Reliability
The reliability coefficient of cronbach`s alpha is considered to be “acceptable” when is it about 70% or higher in
most social science researches. The following table shows the result of this test in the current study which is 83%.
Table 1: Reliability Coefficients
No. of Cases
155
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Cranbach`s Al pha
83
No of Items
77
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Mahmood Jasim Alsamydai, Husam Mustafa Alnaimi & Dima Mousa Dajani
Application of Fishbein Model
The technique used to apply this model is based on works of AlSamydi (1986-1987), Oth man (1986), and the
common works between them (2000-2001-2003-2005-2013-2014) in order to facilitate the model applicat ion each
characteristic has been given a symbol as shown below:
Dimension 1 (H1): Evaluation Aspect (attributes importance), ai
According to study sample, the first aspect of Fishbein Model is the evaluation aspects that represent the attributes
importance. The descriptive analysis was used to determine the importance of each of the (12) attributes depending on their
means. This dimension includes (12) questions (1-12). The results are as shown in table 2.
Table 2: Attri butes Importance
Attri butes
X1
X2
X3
X4
X5
X6
X7
X8
X9
X10
X11
X12
Mean
4.21
3.54
3.79
2.99
4.25
4.20
4.23
3.46
3.49
3.59
3.83
3.27
Rank
3
8
6
12
1
4
2
10
9
7
5
11
It is shown that the mean of all questions (except for the attribute No 4)are over the hypothetical mean (M)
(midpoint) (3). It can be clearly seen fro m the above table that there is a variat ion in evaluating the attributes by individuals
study sample and this indicates that hypothesis (H1) is accepted, thus, the evolution of attributes importance is varied
according to individuals study sample through E-co mmunicat ion messages.
Impact Factor (JCC): 5.3064
Index Copernicus Value (ICV): 3.0
Using Fishbein Model to Measure Individual’s Attitudes Toward Electronic Communication Means
11
Dimension (2) (H2 ): Belief Aspect (Bij)
By using descriptive analysis to determine the mean for each attribute, it can be seen that:
Twi tter
The audience beliefs toward this channel include 12 questions(13-24). The importance of each attribute based on
its mean, the analytic results are presented in table 3.
Table 3: Attri butes Availability in Twitter
Attri butes
X1
X2
X3
X4
X5
X6
X7
X8
X9
X10
X11
X12
Mean
3.43
2.98
3.15
3.08
3.09
3.20
3.11
3.44
2.90
2.92
3.15
2.85
Rank
2
9
4
8
7
3
6
1
11
10
5
12
Websites
The audience beliefs toward the websites include 12 questions (25-36). Descriptive analysis was used to
determine the importance of each of the 12 attributes based on its mean; the an alytic results are shown in table 4
Table 4: Attri butes Availability in Website
Attri butes
X1
X2
X3
X4
X5
X6
X7
X8
X9
X10
X11
X12
Mean
3.50
3.05
3.43
3.02
3.05
3.33
2.82
3.04
2.94
2.95
3.02
3.15
Rank
1
5
2
9
6
3
12
7
11
10
8
4
Facebook
The audience beliefs toward the Facebook include 12 questions (37-48). Descriptive analysis was used to
determine the importance of each of the 12 attributes based on its mean; the analytic results are presented in table 5
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Mahmood Jasim Alsamydai, Husam Mustafa Alnaimi & Dima Mousa Dajani
Table 5: Attri butes availability in Facebook
Attri butes
X1
X2
X3
X4
X5
X6
X7
X8
X9
X10
X11
X12
Mean
4.02
3.42
3.62
3.43
3.24
3.65
3.50
3.88
3.60
3.40
3.49
3.41
Rank
1
9
4
8
12
3
6
2
5
11
7
10
Mobile Phones
The audience beliefs toward the Mobile Phones include 12 questions (49-60). Descriptive analysis was used to
determine the importance of each of the 12 attributes based on its mean; the analytic results are shown in table 6
Table 6: Attri butes Availability in Mobile Phone
Attri butes
X1
X2
X3
X4
X5
X6
X7
X8
X9
X10
X11
X12
Mean
3.41
3.81
3.38
3.34
3.15
3.12
4.01
3.29
3.20
3.32
3.30
3.44
Rank
4
2
5
6
11
12
1
9
10
7
8
3
E-Mail
The audience beliefs toward the E-mail include 12 questions (61-72). Descriptive analysis was used to determine
the importance of each of the 12 attributes based on its mean; the analytic results are shown in table 7
Table 7: Attri butes Availability in E-mail
Attri butes
X1
X2
X3
X4
X5
X6
X7
X8
X9
X10
X11
X12
Impact Factor (JCC): 5.3064
Mean
3.43
3.98
3.15
3.18
3.01
3.20
3.11
3.34
3.00
2.92
3.15
2.95
Rank
2
1
6
5
9
4
8
3
10
12
7
11
Index Copernicus Value (ICV): 3.0
Using Fishbein Model to Measure Individual’s Attitudes Toward Electronic Communication Means
13
It can be clearly seen in the above tables that there is a variation in individuals belief the attributes, and this
indicates that hypothesis (H2) is accepted.
Dimension 3 (H3): Attitude’s Values (Aj)
This dimension (table 2) is concerned with the values of evaluation aspects (importance), and tables (3, 4, 5, 6, 7)
are concerned with beliefs in attributes availability. To ext ract attitude va lues (Aj) for each media channel and to exp lore
the positivity or negativity of each attitude, we will depend on ext racting the value of standard (108). Based on midpoint
(3), thus the (Aj), the standard value is equal to (108). Where the med ia attitude value is above the normat ive value is
positive and the value that is below the normat ive value is negative as shown in table 8.
Table 8: Attitude Val ue
Media
Twitter
Websites
Facebook
Mobile Phone
Email
Attitude Value
(Aj)
105
116
141
127
121
Standard Value
(Aj)
108
108
108
108
108
Difference
Rank
-3
+8
+35
+19
+13
5
4
1
2
3
Dimension 4 (H4): The Effect of the Media Messages
The current research findings for the fourth dimension (table 9) reveal that the respondents indicate a weak
response towards the effect of the med ia messages on the individuals’ attitude.
Table 9 presents the overall mean score of respondents, which measures this dimension (H4). The results were
further validated by one same t-test that revealed that the overall mean difference for this dimension (H4). As a whole was
statistically significant N=0.000 at Ns = 0.05 with high t. value t=8.48 which is higher than the t table t=4.37. As a result
the hypothesis (H4) is accepted. There is positive effect of media messages on individual attitude.
Table 9: The Effect of the Media Messages
Test Value = 3 Di mension 4 (H4)
The effect of the med ia
message
Twitter
Websites
Facebook
Mobile Phone
Email
The fourth dimension (H4)
Mean
SD
T. Value
Sig
3.01
3.23
4.31
4.01
3.42
3.56
.220
.410
1.48
1.20
.620
.480
2.66
4.42
16.42
12.8
6.13
8.48
.000
.000
.000
.000
.000
.000
DISCUSSIONS AND CONCLUSIONS
This study aims towards using the Fishbein 1967 model to specify customers’attitudes from sent messages
through electronic communication means and the effect of these messages on these individuals. The study’s dimensions
were defined based on the model to be studied and the dimension specific to the effect to reach the goals of this study.
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Mahmood Jasim Alsamydai, Husam Mustafa Alnaimi & Dima Mousa Dajani
The study mentioned sent messages through most commonly known electronic communication means used by
these individuals which are Twitter, websites, Facebook, mobile phones, and E-mail and these means have been evaluated
by (12) characteristics identified according to the final design of the questionnaire.
According to Fishein 1967 model, which is considered one of the basic models for the multiple dimensions
models which is based on its content and attitude change. This study focuses on knowing individuals attitudes on sent
messages through electronic communication means and their effect on their attitudes.
The study model includes four dimensions: the first dimension was the evaluation (importance) includes the
attribute of the sent messages through electronic communication means; the second dimension is the belief dimension in
how far these properties are available in the electronic communication; the third dimension measures individuals attitudes
towards these messages; the fourth dimension focuses on the effect of these messages on individuals attitudes. Four
hypotheses were established for every dimension and many analytical methods were used: descriptive an alysis for data
analysis means calculation for the (12) attributes that meet (ai) according to the Fishbein model.
It has been also used to extract the belief (Bij). In the availability of these attributes in (ai) and (Bij) were then
used to extract the attributes values. One sample T-test has been then used to measure the effect of these messages and
electronic communication means on individuals’ attitudes.
The evaluation of the attributes importance (evaluation aspect) was varied. The evaluation of all at tributes was
positive (higher than the midpoint (3) except the attributes no. 4 (dependency). Where (the interest)takes the first rank with
(4.27) mean followed by credibility with (4.25) mean. This result (credibility) is in accordance with the study of
AlSamaydai &Khasawneh (2013).
The aspect of belief in what is provided by each media messages from important attributes where Facebook
evaluated positively for all the attributes, the highest one was content of messages with (4.02) mean value while the lowest
one was credibility with (3.42) mean value.
Meanwhile, the evaluation of mobile phones messaging in all aspects was positive with the highest evaluation
being in the interest attribute with the (4.01) mean value and the lowest evaluation was for the und erstanding attribute with
(3.21) mean value. E-mailing method was positively evaluated in all aspects except two of the aspects which are response
with (2.75)mean value and flexibility with (2.92)mean value. Messaging through websites was negatively evaluated in
three aspects which are the interests with (2.82) mean value, communications with (2.94) mean value, and flexibility with
2.95 mean value.
Messaging through Twitter had negative evaluation in all four aspects: interactive aspects with (2.98) mean value,
communications with 2.90 mean value, flexibility with (2.93)mean value, and finally response with (2.85) mean value.
It is noted from the aspects evaluation of messaging amongst different means that six aspects were not negatively
evaluated which are content subjectivity, dependency, understanding, attractiveness, and conviction.
By using the Fishbein model to measure the attitudes, the results showed that all values of messaging attitudes
were higher than the attitude value of the measure (Standard value) (108) except Twitter method which had (105)attitudes
value which is lower than (108)position value. Meanwhile, the Facebook method had the highest position value of (141)
with a deviation of (+33), and following it the mobile phone with the value of (127) with a deviation of (+19), following it
Impact Factor (JCC): 5.3064
Index Copernicus Value (ICV): 3.0
Using Fishbein Model to Measure Individual’s Attitudes Toward Electronic Communication Means
15
the Email method with the value of (127) and a deviation of (+13), and last comes the website method withthe value of
(116) and a deviation of (+8).
The application of the Fishbein model clarifies the ability of this model to measure and specify individuals
attitudes and their preference, and this result is compatible with a lot of applications.
The use of this subject by many subjects and studies like Alsamydai et al 2013; Alsamydai et al 2014; NDOG,
1983; Bass&Talarzk, 1972; Othman 1986, among others.
In respect to the effect of sent messages through electronic communication means, one sample T -test analysis
method was used, in which the T value for all communication means was (8.48) which is higher than the tabled value
(3.29), which means that these messages through these communication means are of effect over individuals positions.
Although there is a difference in t-value for each communication mean and the Facebook mean has the highest value of
(16.42) while the t-value of Twitter was the lowest with (2.66) which is also the lower than the tabled t-value.
Finally, this study clarified that there is a difference in individuals attitudes in the subject of sent messages
through electronic communication means and that there is a difference in the importance of aspects of messages and their
effect on individuals and their attitudes, leading to the fact that this study can be considered as an important attempt
amongst many to study sent messages through electronic communication means.
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Impact Factor (JCC): 5.3064
Index Copernicus Value (ICV): 3.0